COURSE INTRODUCTION AND APPLICATION INFORMATION

Course Name
Market Research for Designers
Code
Semester
Theory
(hour/week)
Application/Lab
(hour/week)
Local Credits
ECTS
FFD 403
Spring
2
2
3
5
Prerequisites
None
Course Language
English
Course Type
Required
Course Level
First Cycle
Mode of Delivery -
Teaching Methods and Techniques of the Course
Course Coordinator -
Course Lecturer(s)
Assistant(s)
Course Objectives The objective of this course is to provide information for marketing, fashion marketing, consumer behavior and market research from the perspective of fashion industry.
Learning Outcomes The students who succeeded in this course;
  • will be able to define the marketing and its core concepts in the design field
  • will be able to discuss the fundamentals of fashion marketing
  • will be able to define the marketing research process, the kinds of information it can provide, and how it is used by marketing management
  • will be able to compare alternative research methods and their relative strengths and weaknesses
  • will be able to discuss core underlying reasons behind the behaviours of consumers.
Course Description This course provides a broad overview of marketing in the fashion and design field, marketing research and consumer behaviors from a fashion industry perspective.
Related Sustainable Development Goals

 



Course Category

 Core Courses
Major Area Courses
X
Supportive Courses
Media and Managment Skills Courses
Transferable Skill Courses

 

WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES

Week Subjects Required Materials
1 Introduction To The Course
2 General introduction to Marketing McDaniel, Carl jr_ Gates, Roger-Marketing Research Essentials 8th edition-Wiley (2013), Chapter 1 Philip Kotler, Gary Armstrong-Principles of Marketing - Global Edition-Pearson (2015),Chapter 1
3 Fashion Marketing Patricia Mink Rath, Stefani Bay, Richard Petrizzi, Penny Gill-The Why of the Buy Consumer Behavior and Fashion Marketing - Fairchild Books (2014), Chapter 2 Consumer Behavior, Marketing, and Fashion: A Working Relationship
4 Consumer Behaviour McDaniel, Carl jr_ Gates, Roger-Marketing Research Essentials 8th edition-Wiley (2013), Chapter 1
5 Consumer Behaviour in the Fashion and Design Field Patricia Mink Rath, Stefani Bay, Richard Petrizzi, Penny Gill-The Why of the Buy Consumer Behavior and Fashion Marketing - Fairchild Books (2014), Chapter 1
6 Market Research McDaniel, Carl jr_ Gates, Roger-Marketing Research Essentials 8th edition-Wiley (2013), Chapter: Problem Defi nition, Exploratory Research, and the Research Process
7 Market Research Process McDaniel, Carl jr_ Gates, Roger-Marketing Research Essentials 8th edition-Wiley (2013), Chapter: Problem Defi nition, Exploratory Research, and the Research Process
8 Market Research to understand Consumer Behaviour McDaniel, Carl jr_ Gates, Roger-Marketing Research Essentials 8th edition-Wiley (2013)
9 Mid- Term Project Presentations
10 To gain Customer Insights Patricia Mink Rath, Stefani Bay, Richard Petrizzi, Penny Gill-The Why of the Buy Consumer Behavior and Fashion Marketing - Fairchild Books (2014), Chapter 13: How Fashion Consumers Buy
11 To gain Customer Insights Patricia Mink Rath, Stefani Bay, Richard Petrizzi, Penny Gill-The Why of the Buy Consumer Behavior and Fashion Marketing - Fairchild Books (2014), Chapter 13: How Fashion Consumers Buy
12 Consumer Decision Making Patricia Mink Rath, Stefani Bay, Richard Petrizzi, Penny Gill-The Why of the Buy Consumer Behavior and Fashion Marketing - Fairchild Books (2014) Chapter 13: How Fashion Consumers Buy
13 Global Consumers of Fashion and Design Patricia Mink Rath, Stefani Bay, Richard Petrizzi, Penny Gill-The Why of the Buy Consumer Behavior and Fashion Marketing - Fairchild Books (2014), Chapter 14: Global consumers of fashion and design
14 Final Project Presentations
15 Semester Review
16 Semester Review
Course Notes/Textbooks

McDaniel, Carl jr_ Gates, Roger-Marketing Research Essentials 8th edition-Wiley (2013) ISBN: 978-1-118-24932-1

Patricia Mink Rath, Stefani Bay, Richard Petrizzi, Penny Gill-The Why of the Buy Consumer Behavior and Fashion Marketing - Fairchild Books (2014) ISBN: 978-1-60901-898-6
Suggested Readings/Materials

Philip Kotler, Gary Armstrong-Principles of Marketing - Global Edition-Pearson (2015) ISBN: 978-1-292-09248-5

Consumer Behavior and Fashion Marketing - Fairchild Books (2014) ISBN: 13: 978-1-60649-904-7

 

EVALUATION SYSTEM

Semester Activities Number Weighting
Participation
1
10
Laboratory / Application
Field Work
Quizzes / Studio Critiques
Portfolio
Homework / Assignments
1
20
Presentation / Jury
Project
1
40
Seminar / Workshop
Oral Exam
Midterm
1
30
Final Exam
Total

Weighting of Semester Activities on the Final Grade
4
100
Weighting of End-of-Semester Activities on the Final Grade
Total

ECTS / WORKLOAD TABLE

Semester Activities Number Duration (Hours) Workload
Course Hours
(Including exam week: 16 x total hours)
16
2
32
Laboratory / Application Hours
(Including exam week: 16 x total hours)
16
2
Study Hours Out of Class
10
2
20
Field Work
Quizzes / Studio Critiques
Portfolio
Homework / Assignments
1
20
Presentation / Jury
Project
1
23
Seminar / Workshop
Oral Exam
Midterms
1
23
Final Exams
    Total
150

 

COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP

#
 Program Competencies/Outcomes
* Contribution Level
1
2
3
4
5
1

To be able to develop and design a collection independently.
2

To be able to do maintain a design research individually or as a team.
3

To be able to develop entrepreneurship- and managerial skills for a future professional practice.

 X
4

To be able to understand, interpret and apply theoretical knowledge in fashion and textile design.

 X
5

To be able to analyze and integrate the particular local and regional needs and of their profession.

 X
6

To be able to obtain a multidisciplinary point of view, follow and analyze the new issues, changes and trends in contemporary design and art in such a way that they can be integrated into design practice.

 X
7

To be able to apply industrial requirements, knowledge of material & usage and know-how knowledge in the creation of high quality fashion products.

 X
8

To be able to use digital information and communication technologies at a level that is adequate to the discipline of fashion and textile design.

 X
9

To be able to develop an ongoing analytical and professional approach to academic and design research.

 X
10

To be able to recognize the need and importance of a personal lifelong learning attitude towards their chosen area of interest.

 X
11

To be able to collect data in the areas of fashion and textile design and communicate with colleagues in a foreign language ("European Language Portfolio Global Scale", Level B1).

 X
12

To be able to speak a second foreign at a medium level of fluency efficiently.

 X
13

To be able to relate the knowledge accumulated throughout the human history to their field of expertise.

 X

*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest